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© Constant Contact 2015
Email Marketing for SuccessGrow Your Business with Newsletters & Announcements
BE A MARKETERAll it takes is Constant Contact®
#BeaMarketer
At its core, marketing is about getting results.
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Agenda
4
1. What are campaigns, newsletters?
2. Email
3. Email & Social: you have to use both!
4.Next Steps
Agenda
5
1. What are campaigns, newsletters?
2. Email
3. Email & Social: you have to use both!
4.Next Steps
1. What are campaigns, newsletters?
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1. What are campaigns, newsletters?
Pull response
Push content
What are campaigns?
1. What are campaigns, newsletters?
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What is a newsletter?Information – in the form of a picture, a paragraph, and a call to action.
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1. What are campaigns, newsletters?
Cards / Announcements
Information /Updates
Business Letters
Press Releases
Types of newslettersWhat do you want to communicate?
Agenda
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1. What are campaigns, newsletters?
2. Email
3. Email & Social: you have to use both!
4.Next Steps
2. Email
OFFERINGS
Education
entertainment
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2. Email
expertise
ProductsLISTS
tips
industry news
sales
Reports
employees
RESOURCES
links
TESTIMONIALSopinions
community news STUDIESDATA
research
holiday
seasonal
menus
Donations
Fundraisers
FAQs
Events
Surveys
couponsdeals
TUTORIALSDISCOUNTS
RESULTS
Updates
Education
entertainment
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2. Email
expertise
ProductsLISTS
tips
industry news
sales
Reports
employees
RESOURCES
links
TESTIMONIALSopinions
community news STUDIESDATA
research
holiday
seasonal
menus
Donations
Fundraisers
FAQs
Events
Surveys
couponsdeals
TUTORIALSDISCOUNTS
RESULTS
Updates
OFFERINGS
UpdatesEducation
entertainment
20 lines of text or less
How much is enough?Less is more.
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1. Create
Source: http://news.constantcontact.com
3 pictures or less
Limit links to 1-2
More than ½ of emails are read on mobile
Source: ContentLEAD, Infographic: Anatomy of the Email Marketing Message, 2015Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015
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• 82% of people pay more attention to emails with pictures
• Spotlight your products, services, employees and customers
• 3 or fewer images for highest click through
• Use alt text and preheader text: email readers may not see images by default
• Don’t use images of your content
2. Email
Make it engaging with photos
Source: Animoto, the 2015 Video Marketing Cheat SheetSource: The Power of Visual Content, Market Domination Media
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• Mention your video in the email subject line
• Consumers are 50% more likely to read emails that include video
• Keep videos under 90 seconds
• Use video for product demos, testimonials, promotions
2. Email
Make it engaging with videos
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2. Email
Give your message impact. Use visuals.
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2. Email
Give your message impact. Use visuals.
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2. Email
But... use visuals carefully.
Use “Alt Text” to label your
image in case it doesn’t
appear
Be sure to size images
correctly
Repurpose everything
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2. Email
Make it easier on yourself
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2. Email
Three words to rule your worldas a marketer…
[because an email that isn’t opened isn’t effective]
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2. Email
Now, later or never
1. Who is your message from?
2. What is your subject / headline?
3. When do you send or post ?
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2. Email
Who is it from?Winning the battle of priorities
How will you be most recognizable?
CAN-SPAM Act and CASLCAN-SPAM Act: www.business.ftc.gov and search “CAN-SPAM”
CASL: fightspam.gc.ca
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2. Email
Who is it from?The importance of consistency and recognition
2. Email
What’s the subject?
SECONDS WORDS TODAY
Winning the battle of priorities
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2. Email
Subject lines... what would you change?
March Newsletter
Tomorrow: Need 3 Hammers – Can you help?
Joes’ Pet Store Newsletter
ALERT! Help your dog beat the heat!
Children’s Classes
Still time! Openings available for children’s classes
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2. Email
Timing is everything. When should you send it?
Monthlyis most commonHow often?
When is your audiencemost likely to take
the action you want? What day & time?
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2. Email
When to sendHow to test the day and time that’s best for you
Time:
1.Use the same three audience lists
2.Select three times on the day with the best open rate
3.Send your email at three different times and watch for the best open rate
Day:
1.Select three different audiences
2.Select three days in the week
3.Send your email and watch for the best open rate
2. Email
More than half won’t see images by default
Text links get more clicks than buttons
Place your logo left or center in email
Include company name in text
•Practical advice for your email...
Keep key action above scroll line
Limit your choices to 1-2 links
Make all images clickable & use text labels
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Agenda
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1. What are campaigns, newsletters?
2. Email
3. Email & Social: you have to use both!
4.Next Steps
2. Email & Social: you have to use both!
Within a 5-year time span...
2. Email & Social: you have to use both!
10% of small businessesdid social media marketing.
Source: www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business 30
That went up to
2. Email & Social: you have to use both!
A whopping 87% of small businessesusing social media marketing!
Source: www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business 31
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1. Why use social media?
74% of shoppers use social media to guide purchasesSource: ODM Group
43% purchase a product shared or favorited by a friendSource: Vision Critical
84% of social media users share to show their support for a cause Source: New York Times
•It influences decisions
Amplify your email...
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2. Email & Social: you have to use both!
Drive traffic back...
Facebook Linkedin Twitter Pinterest
3. Deliver and share through email and social media
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La Provence: B2C
3. Deliver and share through email and social media
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Bisque Imports: B2B
3. Deliver and share through email and social media
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Canine Assistants: Nonprofit
Agenda
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1. What are campaigns, newsletters?
2. Email
3. Email & Social: you have to use both!
4.Next Steps
4. Next Steps
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Use the Share Bar
4. Next Steps
Don’t be shy! Ask people to
like, share, retweet & pin
Add Social Media Buttons
Expand your reach, add a “Social Share” bar.
Expand your reach, grow your list
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4. Next Steps
Expand your reach, use a web-based sign up tool.
Text to Join™ Scan to Join™
Expand your reach with tools from Constant Contact.
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4. Next Steps
Expand your reach with contact-capture apps.
4. Next Steps
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S M T W T F S
1 2 Tips for Spring• Newsletter• Facebook• Twitter• Linkedin
3 4 5
6 7 Motivation Monday• Facebook• Pinterest
8 9 10 11 New Product• Newsletter• Facebook• Twitter
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13 14 Motivation Monday• Facebook• Pinterest
15 16 Staff Pics• Facebook• Instagram• Newsletter
17 18 19
20 21 Motivation Monday• Facebook• Pinterest
22 23 24 Event Photos• Facebook• Twitter
25 26
27 28 Motivation Monday• Facebook• Pinterest
29 30 Newsletter• Email• Facebook• Twitter
4. Next Steps
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Content calendar for all networks
RegularNewsletter
Blog Post
Theme Days
Multimedia
News/promotions
Resources
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Get started today…60-day free trial
www.constantcontact.com
Learn more...Local and online seminars
www.constantcontact.comScroll down to Seminars & Training
Find help...Constant Contact Marketing Resources
blogs.constantcontact.com/libraryCheck out blog posts, guides, videos, infographics,
recorded webinars and more!
BE A MARKETERAll it takes is Constant Contact®
#BeaMarketer
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